I think I might stop calling it social selling.
Are you a founder seeking investment?
A CRO or sales leader who needs more pipeline?
Or a B2B marketer struggling for growth?
HR, are you desperate to attract and retain the best talent possible, in our insanely competitive industry?
The methodology is the same. The question, have you defined what social means to your organisation and have you clearly defined how it will deliver your commercial objectives.
- EBITDA or Profit
- Pipeline & Revenue
- Talent Acquisition & Retention
- All of the above.
Then, it’s all about which ‘people’ you focus on and the content ‘you’ curate and write.
And do so frequently enough over a sustained period of time, and with ‘coaching’ you will achieve your commercial objectives.
The best athletes in the world have coaches. Novak Djokovic has had 14 different coaches in his life. Do you think he could have won Wimbledon in 2022, his 33rd Grand Slam title without the help of Goran Ivanisevic.
Ivanisevic is a one-time Wimbledon winner himself. But his 2001 triumph was historic, as he became the first player ever to win the event as a wildcard. He beat Pat Rafter in the final.
One of the most difficult things to do within ‘Social Selling’, after learning to write your own content, is developing human based messaging exchanges into conversations and those conversations into commercial conversations. Unless you’re in ‘sales’ which we all are in one form or another, this can feel quite daunting. Scary in fact!
That’s why a coach is so important. You’re constantly battling with yourself.
“I cannot think of what to write today”
“I’m struggling to find the time”
“I’m fed up, this should be marketing’s job”
“How do I turn a messaging exchange about my dog and the weather into a call, without scaring the person off”
People buy from people, not from companies. ‘You’ are the best asset you have.
Another reason I want to stop calling it social selling is because, the methodology is not just for social platforms it applies to digital. Wherever your target audience spends their time. Imagine in person networking and how you developed your networking skills over the years, imagine learning how to do it digitally, at scale, to hundreds and thousands of people - giving them a wave every time you see them online. Your target audience will see ‘you’, feel like they know you without ever meeting you. Imagine the conversation when you do meet on Zoom or in person. Whether it’s the perfect candidate, potential investor, ideal partner or customer you’ve been courting for some time, rapport is more likely, otherwise they wouldn’t take a call, trust is already being formed and it’s only your first call.
Since leaving the corporate world in 2020 I founded Supero. Our vision is to help MarTech companies accelerate growth and improve profitability.
In 2022 we added a new string to our bow, we are pioneering a Digital Selling & Influence program to enable our clients to bring consistency to growth. It’s the only Social Selling & Influence program in the world to come with an official, globally recognised qualification from the Institute of Sales Professionals (ISP), delivered by me and my team at Supero.
For a friendly chat or to swap notes DM me on LinkedIn or Twitter.com/Alex_Supero or drop me a call/WhatsApp +44 7951 220113
#B2BSales#DigitalSelling #ValueSelling #WalkingDigitalCorridors
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